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In this report we are going to talk about one of the greatest marketing tools online.... Signature Files (or Resources Boxes). Right away I know your reaction; you're saying "I already know about SIG files and how to use them; I'm using them everyday." It's funny how many other marketers online feel the same way and jump to conclusions when you mention the topic of SIG files. They feel it's nothing major like publishing your ezine or copywriting your ads or sales letters. This reminds me of the little termite. When you view it with the eye, it seems very harmless or that it can't do very much damage. But let a bunch of them get into the foundation of your home, and you will have major problems! The foundation of your home will be ruined, and this can cause the value of your home to depreciate.
The same applies when using SIG files in your online marketing
arsenal. You shouldn't over look them or take them lightly. The
same attention you give to writing ad copies and sales letters
should be the same energies used for your SIG files. Because
writing a bad SIG file can ruin the responses to your ads,
What is a SIG file or a resource box? If you look at the end of almost any email you've received you'll see a SIG file. IE: John John
The sender uses their SIG file to give you a brief description of who they are and what products or services they have to offer. You can also find SIG files being used on messages boards, opt-in mailing list, discussion groups, guest books and everywhere else on the web. If your SIG file is used to give the reader information about your website, products or services; then you can consider it sort of like an ad, right? And as I always ask, "What's the purpose of any type of advertisement?" Is its purpose to inform, entertain or show off? Or maybe to let everyone know you are the CEO of the XYZ company? Wrong! The only purpose for any type of advertisement is to make the sale! That's it! If you're in business not to make money, then you're in the wrong business. The only purpose for your SIG file is to lure the reader to your site, so that they will make a purchase. Now let's take another look at the SIG file. John John
Will this SIG file motivate you to visit the xyz site?
It doesn't do anything for me. I wouldn't visit the site. But
now let's take a look at how you should
You are aware or have heard of the A.I.D.A. formula, right? This formula states that any ad you write should Attract its reader attention. It should create and Interest and the Desire to Act upon your offer immediately. Commit this simple formula to memory. You can use it when writing your ads, sales letters, SIG files or any other type of advertisement. By implementing this formula into your SIG files your responses will increase dramatically. But before you can effectively use the A.I.D.A. formula, your ads or SIG files must answer the most important question to its reader, "What's in it for ME? Why should I visit your site? What benefits will I receive from visiting your site? etc..." This means your SIG file must be packed with "client centered" benefits. The SIG file above won't be effective because it fails to answer any of these questions. If you're using similar SIG files as the one above; your SIG files will also fail. Now let's try to rewrite the SIG file. This time we are going to use the A.I.D.A. formula and pack it with "client centered" benefits. John John
I know what your first reaction was when you saw this new SIG file. "But he didn't let them know what position he holds at the company, or his title. He didn't even give them the name of his company. What's the use?" You're absolutely right. I excluded that information. Not that it wasn't important, but it has no relevance in your SIG file. It is said that most of your ads will only have 30 seconds to capture the attention and interest of its reader. If you fail to catch their attention in this time frame, you might as well hang it up. So it's essential that you eliminate useless words and only use effective words that show "client centered" benefits. Your SIG file should also be very brief, not wordy. Only contain 5 or at the most 6 lines of text. We will discuss the reasons for this later.... But for now let's look at our new SIG file. Does it contain "client centered" benefits? Does it answer the A.I.D.A. formula? Does it answer the "What's in it for ME?" questions? Does this SIG file catch your Attention? Yes, if you're a webmaster, who wants more visitors to your site; it does. Does it create an Interest? "MORE traffic". The webmaster knows that the more visitors you can get to your sites the more sales you'll make. Yes, this ad does create an Interest. Does it create a Desire to act on this offer immediately? Yes, it does create a sense of 'urgency'. If you want more hits to your website you must "Click Here NOW!" or "Send for FREE report NOW!" Does this SIG file call the reader to Action? Yes, it tells the read exactly what to do next to take advantage of this offer. "Click Here NOW!" or "Send for FREE Report NOW!" "What's in it for ME?" Free reports, free promotional tools, more traffic and more sales. Overview:
1. Your SIG file should be concise. No more that 5 or 6 lines.
It's just like visiting a site with only a long list of links to
all the webmasters associate programs. This is
Provide a link to one of your main pages where they'll be able to find your other links. Eliminate useless and irrelevant words. Remember to use and test several SIG files. You can use a different one for each advertising medium. 2. Remember to use the A.I.D.A. formula. Your SIG file should Attract and grab the reader's Attention. Create an Interest and a Desire to act on your offer now (sense of 'urgency'. Tell the reader specifically what Actions to take next, if they want to take advantage of your offer. "Click here" or "Send for report".
3. In order for you to successfully use the A.I.D.A. formula you
must pack your SIG file with "client centered" benefits. Answer the
"What's in it for ME?" questions.
ABOUT THE AUTHOR:
John has helped hundreds to find the most effective ways to promote
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By Robin Porter Do you, like most Net entrepreneurs and webmasters, spend hours in front of the computer? Do you often feel detached from the real world? Are the effects of computers draining you energy? Do you feel computers & the Internet are beginning to take over your life? The nature of
this business ties us inextricably to the computer - and it
is easy to let it drive you mad. To succeed online, It is essential
you keep your sanity in cyberspace, so here are
1) Take regular breaks 2) Get outside and rediscover your connections with the real world. Get out in the country, or even the park (if you work in a City). Just take some time to get re-absorbed back into the world. 3) Rediscover the human element - why not take the time to telephone or visit someone occasionally, for a nice piece of human interactivity, instead of constantly using email. 4) Go mad for five minutes! Run on the spot, up & down the stairs - expending energy recharges your batteries. 5) If you find energy is a problem, or you have trouble sleeping after long days at the PC, you might find the electromagnetic radiation (given off by most electrical equipment) is affecting you. Research has shown this has a detrimental effect on energy and sleep habits, so you might want to look at getting some of the accessories which can counter the ill effects. 6) Take time out to think of nothing - let the brain have a chance to properly absorb and process all the information you've taken in. The last point is particularly important. Whether you use mediation or relaxation techniques, go for a walk or just sit quietly, the brain needs quiet time to process, and allow creative thoughts from the subconscious to surface. I once found that I was working for hours at the computer, frustratedly pounding away, trying to find the solution to a software problem, convincing myself and all around me that I must persist to sort it out. Eventually, I tired & gave up for half an hour. On returning, the answer was staring me straight in the face - the "time out" gave my mind the clarity and space it needed. So, take some
breaks, get out more & think of nothing. It will
Robin Porter
Copyright 2000
: RP Associates. RP Associates presents the Internet
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Have you ever received an email written in a foreign language? If you only speak and understand English, what did you do with that email? Delete it? Always keep in mind that your web site can be viewed by potential customers/clients all over the world, and though your web site may be in English, pictures can speak a thousand words and may compel foreign web surfers to inquire about your products or services. The next time you receive an email written in a foreign language, use technology to translate the email to English. Then reply in English, and use technology to translate your email back to the appropriate foreign language. Though the translation may not be perfect, at least you will be able to get a general understanding of what the email says, and hopefully your potential client will get a general understanding of your reply. Every time I reply to an email in French, German or Spanish, I think to myself, "What a wonderful time we live in. I received an email from a person half way around the world that I don't even know, in a foreign language I don't even speak, yet we can communicate!"
These sites offer translation services:
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By Paul Heitmeyer When it comes to using the Internet as a marketing tool, the objective is to maximize your exposure while minimizing costs. But developing a useful online presence isn't as hard as it may seem. According to Paul Heitmeyer, a web development expert and VP of Business Development at FUSION Interactive Media in Scottsdale, a great web site is the simply the result of logic and creativity correctly applied. Here are the 5 most important things you should do to maximize your online presence: 1. Represent your brand- Your web site should represent your brand. Images must be sharp, navigation intuitive. Everything about your site -- right down to the colors and fonts -- must invoke specific feelings and demonstrate certain characteristics about your business. For example; a luxury car manufacturer must make their site elegant, beautiful, and flawless. A technology firm must make their site appear high-tech, modern, and functional. Because this is what their brand represents. This is what their clients want to see. 2. Know your target audience-To leverage your investment in an online solution, you need to ask yourself some questions: Are you selling services, products, or both? Who is your audience? New prospects, existing customers, or both? How comfortable are they with technology? What do they really need from you? What new services does the Web make possible that would benefit your customers? How are you doing a good job of serving them now? Where are you failing? What is your competition doing in this area? Why is your service or product better than your competition? 3. Put your customer's needs first-The bottom line is your customers needs. Nothing else matters. Because if their needs aren't met, they will take their business to someone else. Make it easy for your customers to get what they need from your web site. That means posting information about your industry in general and about your products, services, procedures, and policies in particular. It may be helpful to "layer" information so that a few clicks take the visitor from overviews to in-depth specifications. A well designed online solution will help you meet your customer's needs along the entire sales cycle (Awareness, Product/Service Knowledge, Consideration, Conversion, Post Sale Service and Support). 4. Complement your existing promotional materials-Your site should be congruent with your existing advertising and marketing materials. To do otherwise invites confusion and reduces the impact of your online presence. Make sure that you incorporate the key elements of your visual identity into your web site. Behavioral experts inform us that a person needs to see your brand name nine times before you are familiar enough to do business with. Maximize your branding effect by using similar fonts, logos, and colors online. 5. Communicate your unique selling position effectively-What is the primary benefit your business offers that differentiates you from your competition? Think about it. That benefit should be the focus of most of your marketing communications, and will be key in developing an attractive and informative web site you can leverage to YOUR competitive advantage. About
the author:
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